Nothing special feels just right Role: Head of art at Maxomedia Ypsomed, a major Swiss medtech producer, launched an automatic compact discreet insulin pump device YpsoPump as a part of their mylife solution. They pitched media agencies for ideas on how to run this the most efficient way. How to overdeliver and win the media pitch with a creative concept?

All the data, inputs and insights showed that the people with diabetes are doomed to be treated as «special» and conduct a «special» way of living, for life. This didn't feel right. Here, the campaign where nothing «special» happens, from dusk till dawn. With the mylife YpsoPump from Ypsomed. WALK THE JOURNEY. Follow the path of, create for and track each persona defined: the people with diabetes, their close circle and the wider circle, based on cookies, search histories, pixel tracking and digital twins — in video and static Social Media ads, within the performance ad campaign ran by Ads&Figures. And land all the 3 personas on their version of the microsite where they could learn more about YpsoPump and request a phone consultation, so they could talk about it to their doctor.

Every day is a journey. It might start as a free add-on to the media pitch, to become the communication platform based on the real human insight. Go back.